WNS ensures a delivery mechanism that aligns to contribute to the overall growth and strategy of the client organization so that it emerges as a winner brand.

1. _ 11th. June. 2012
Outsourcing
Business
Distributed in In Association with Distributed at
An Article Re-published from Raconteur, 11th June, 2012

2. Great Brands Need
GREAT BUSINESS PROCESS SOLUTIONS
What do Coca-Cola, Google, The right business process
Microsoft, Nokia and McDonald's services provider can
have in common?
enhance brand value and
They are undoubtedly some of
the world's leading brands. brand equity
A brand is much more than
a product, a service or
“Leading brands understand
a business. A brand is the overall
experience that consumers have the importance of having
with a company. Trust, credibility, strategic business partners
great customer service, effective
communication, innovative that understand their
products and services all add up requirements and bring
to create a strong brand. A brand
is really the personality or
domain expertise to the table,
identity of the business. which can assist in creating
The brands that we love and value for their end-customers
admire are timeless. Such brands and, in turn, enhance brand
have dared to be starkly different
from peers by offering a whole
loyalty,” says Mr. Murugesh.
new experience to the consumer,
rather than just putting forth
As a provider of solutions, we have
a mere product or service.
broken from the traditional mould
of the outsourcing services
What do leading brands do
Keshav R. Murugesh industry of providing only cross
differently to achieve this goal
Group Chief Executive of WNS Global Services industry functions, such as
of creating a great experience
finance and accounting, and
for the consumer the first time,
customer care, and structured
every time? ourselves industry-wise
Leading brands gauge customer The following example elucidates how to become more agile and focused to our
a leading global airline, a top brand in its own clients' demands.
needs and take the right decisions
right, made the right moves by innovating and
at the right time partnering with the right business process Smart metering solutions for the utilities
As we continue to work with more than 200 solutions provider, when faced with a tricky industry, campaign management solutions
brands across the globe and get a peek into challenge and finally emerged victorious. for the retail industry and actuarial solutions
what makes them “leading” brands, some for the insurance industry are just some of
key reasons become apparent: The challenge was to effectively trace our industry-focused solutions which have
lost baggage – quite a menace and immensely benefitted the brands we
n The ability to constantly innovate a difficult challenge to tackle in the global work with.
n To adapt to changing customer demands airline industry.
n To sustain excellence The WNS approach to working
WNS partnered with the airline to create
n To embrace the right strategies a “proactive” tracing alert that would with brands
at the right time constantly trigger updates to the end- While engaging with any brand, we ensure
customer about the location of the bag and that our delivery mechanisms are aligned
“Embracing the right strategies in when it would reach the final destination. to contribute to the overall growth and
This helped avoid regular, angry calls from strategy of the client organisation. We invest
the context of business today means the same customer to the airline helpdesk. in people, process and partnerships to drive
the ability of a business to decide what excellence into our clients' business
The result was the loyalty created in
it needs to focus on and keep in-house, the customer's mind that the airline cared
processes, so that they emerge as winning
brands, always.
and what it could leverage better by enough about them to reach out proactively.
A thought process like this is what makes
outsourcing it to a partner,” says Keshav a brand what it is. A brand knows what
R. Murugesh, group chief executive of WNS a customer needs, many a time before the
Global Services. customer realises it.